在母國市場漸趨飽和的情況下，零售業者有逐漸往海外市場擴展的趨勢。本研究以501家零售業者為研究對象，研究發現零售業者在使用本身的國際化經驗來發展海外市場時，會依照循序漸進的腳步進行國際擴張；企業通常偏好從熟悉的地區往較偏遠的地區擴張，因此零售業者之國際化經驗對於發展國際化時間的關係呈現倒U型關係。除此之外，零售業者之國際化經驗亦會受到母國及地主國間的文化距離與經濟距離因素的調節，進而延遲發展國際化。

When home market is becoming saturated, retailers are gradually expands into overseas markets. We investigated 501 retailers and found that retailers in the use of their international experience to develop overseas market, will be conducted in accordance with the gradual pace of international expansion. Moreover, companies prefer to expand overseas market in the familiar region to the more remote areas of regional expansion, which leads to the U-shape relationship between international experience of companies and duration of internalization. In addition, the cultural and economic distance factor between the home country and the host country will moderate the relationship between international experience and the duration of internationalization.

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